Abstract
The aim of the present research is to explore the impact of the interaction on the brand perception using as base the Social Networking sites. We propose an extended model which provides relevant information of the evolution of brand perception, considering one of the most relevant processes for the human being: socialization as interaction through Social Media. The study was conducted in order to obtain the data with users of at least one Social Networking Site. We present a Brand perception scale measured as a combination of 5 dimensions: Affective perception, Functional perception, Reputation, Brand Experience and interaction through Social Media. The relevance of the research is based on the importance of the generation of innovative ways of being close to the consumer. Now, the product differentiation is based on how to give the information to the consumer, to make contact in a high level natural way: social life. So in this paper we would state that go over consumer social interactions are alternative marketing strategies in order to be close with the consumers. We confirmed the measurement scale proposed.
Highlights
Over the past decades, academics and practitioners have been trying to explore and better understand how consumerbrand perception is formed and how brands could generate engagement with their consumers as advocates
We present a Brand perception scale measured as a combination of 5 dimensions: Affective perception, Functional perception, Reputation, Brand Experience and interaction through Social Media
The present study aims to establish an extended brand perception scale including as a new component the interaction that occurs between the brand and consumers on the Social networking sites (SNS)
Summary
Academics and practitioners have been trying to explore and better understand how consumerbrand perception is formed and how brands could generate engagement with their consumers as advocates. Brand perception measurement has been improved, there is no scale that considers the social interaction as a component of brand perception scale. Measurement of the impact of the digital world on the traditional marketing mix is critical to the success of the marketing planning, especially in the communication effort. Digital evolution and especially social media have changed how consumers and marketers communicate. Peer communication through social media (SM), a new form of consumer socialization, has profound impacts on consumer decision making and marketing strategies (Vinerean, et al, 2013). Peer communication through social media (SM), a new form of consumer socialization, has profound impacts on consumer decision making and marketing strategies (Vinerean, et al, 2013). Schultz and Peltier (2013) establish as future research directions the study of how social media is
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